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HMV taps into nostalgia market

HMV taps into nostalgia market

Nostalgia has always been a valued tool for marketers. Buying into consumers’ happy memories of the past has been used to sell anything from soap to confectionary.

But perhaps tapping into the nostalgia market can be seen as an odd move for forward thinking HMV.

The music retailer has had to reinvent itself to deal with the digital download revolution and recently were through a re-branding exercise.

But it’s just announced it is to sell a cult musical instrument popular in the 1970s in a bid to drive footfall in store.

It follows a renewed interest in the likes of lava lamps and chopper bikes. Last month Cadbury’s announced it was to re-launch the Wispa chocolate bar due to consumer demand.

The instrument in question is the Stylophone, a pocket-sized keyboard once championed by Rolf Harris and featured in work by David Bowie, Kraftwerk, Erasure, Pulp and Marilyn Manson amongst others.

HMV Entertainment products buyer Fran Jones revealed its being introduced after she noticed demand for the product on e-bay.

The new version is to retail for £14.99. Unlike the original, this latest model comes with a volume control and headphone socket.

Enthusiasts will be able to plug in their mp3 player, and play along to their music through the same speaker.

It’s to be manufactured by games company ReCreation who bought out the original suppliers, Dubreq.

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